"Foreign Vest" Can Not Help Shoe Enterprises Internationalization? (1)

Looking at domestic brand name endorsements, especially the brand of sports shoes, they are all white skinned European and American stars, and black skinned Latin American stars are everywhere. Under the background of various skin color spokesmen, Chinese shoe enterprises have stepped into the international runway. The waistcoat has a beautiful landscape for China. It seems that there is no revolution without a waistcoat.

The glory of the international superstar's top glory has a high popularity index and brand appeal. The joining of foreign giants undoubtedly provides an opportunity for the sports brand to double its image and grade. However, foreign spokesmen are often a thorny rose, and shoes enterprises should have strong judgement and manipulation ability, so that they can earn their equivalent amount and even excess returns.

　　 Shoe enterprise How to wear "ocean vest"

The reason for the prevalence of the waistcoat is that consumers are universally inclined to worship foreign affairs, but think that foreign countries are good minds. Brand building has always been the only way to promote the brand of big trees. In the cloudy market environment, fortunately, we still have a large number of local brands, such as Pathfinder and Fire-Maple, who insist on themselves and persist in the unremitting efforts under the foreign brands and the bogus foreign devil.

The waistcoat has been popular for a long time. In the heart of brand leaders, it has always believed that brands need history and origin. They need a lot of advertising investment. The misunderstanding of brands also provided support for them to take risks. In today's rapidly changing society, brand growth may no longer be a centennial accumulation. With unique core values, WAL-MART can become the world's largest company in less than twenty years, and apple can also shake itself as the world's largest market maker from a bankrupt company. While Starbucks and The Body Shop have not invested a penny in advertising, they are still regarded as part of their identity and life by fans and fans. While ZAPPA and H&M do not advertise, it is not so much brand promotion. Every shop always lets fans queue up for payment.

　　 brand In addition to solid management and orderly development, we need to pay attention to certain strategic and intellectual domains. Here, there is a vast difference between the wisdom of the organization and the deceit and the dud of the false. What is missing? Brand building should have a convenient way. Domestic brands lack popularity and lack of design capability. Then we will create fame in the process of brand building and seek the design ability. Tengzhong Heavy Industry has made a name for itself by Hummer purchase. In fact, Tengzhong Heavy Industry is famous for its Hummer. It is not necessarily a real takeover. The weak domestic design ability can cooperate with foreign design institutes or invite famous foreign designers to be responsible for grafting more excellent design genes to the brand so as to add more attractive products to the brand. Kappa is more successful because of hiring Korean designers. Geely, through acquiring Volvo, is trying to create a better gene for the brand to get rid of its low-end image. China moves to acquire Kappa management rights, and Lining's acquisition of Lotto is a better example of strengthening brand strength through Italy lineage. Nakayama Qiro lighting to buy Italy Venice Centennial workshop brand for 1 million euros

MOOLONA, so that Chi LAN products have made rapid upgrading and got the trend. world market Pass.

For weak domestic enterprises, such as Geely's acquisition of Volvo and China's acquisition of Kappa, it may not be very realistic, and it is possible and realistic to acquire the brand of Italy workshop and the outdoor brand of Korea designed by Zhongshan. Through acquisition and merger, we can use the brand advantage of acquisition and merger to implant domestic brands to achieve the goal of rapidly upgrading domestic brands. Of course, there is a difference between the fake and fake skin.

Of course, brand building is by no means an acquisition, merger and introduction. It can make the brand soaring. There are also problems of compatibility, adaptation and so on. Finding a real vest is also a matter of good preparation and good results.